Matt Tomlinson, Electronic ArtsDuring this year’s Digital Workforce Summit, Matt Tomlinson, Global Director of Innovation at Electronic Arts (EA), detailed the lessons learned during his company’s initial AI implementation. When EA first deployed Amelia, the company was hoping to reduce average customer support times, but she turned out to also be extremely effective at detecting fraud.

Additionally, Matt revealed that he was surprised to learn how naturally customers adjusted to conversing with Amelia. “We thought our biggest challenge was going to be trying to make Amelia sound as human as possible. That wasn’t a problem at all,” he said. “Forty-five percent of our players had no idea Amelia wasn’t human. When they were transferred onto a human agent, they were asking, ‘Who was that Amelia person?’”

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